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Yellow Tail Wines begins Canadian Wine Orchestra promotion

Australian winery Yellow Tail Wines has begun an online promotion called the Canadian Wine Orchestra. The promotion, located at <http://www.yellowtailwine.com/wineorchestra>, features actor and musician Alan Doyle. Visitors to the site can compose music by combining looping video clips of people making sounds with wine bottles and glasses. Users can then upload their compositions to the site or share them via Facebook. For each submission, the company will make a donation to the Unison Benevolent Fund, a program that provides emergency funds to Canadian musicians. At the end of the promotion, all the compositions will be compiled into a music video. The initiative also includes national print and digital advertising, as well as point-of-sale materials and a branded trailer that will visit various summer festivals in Ontario to distribute product samples. The campaign was developed by TBWA Toronto. The touring promotion is being handled by Mixer. Public relations are being conducted by Apex Public Relations. "We see the project as a way of re-engaging the Yellow Tail with old friends and making some new friends along the way," said Jack Neary chief creative officer at TBWA.